PPC budgets vary like any other type of budget. As with many other types of services or products, you often get more for your money. But there are ways to make sure that you are maximizing your spend whether the budget is large or small. Here are things every campaign should be doing to make sure their ad dollars are well spent.
Use Your Data
If you don’t have conversion tracking on your campaigns, add it right away. You need this data to see what is working and what isn’t. You should always get as much data as you can. Many people link the ad tracking into their Google Analytics console, and this can be very effective. Don’t be afraid to get creative when it comes to using and creating data. Data is no good if you can’t read it and make good decisions from it. Make a concerted effort to analyze the data by putting it into meaningful charts. A key metric is ROI by time of day, for example. Many people also find that heavy negative keyword research, multiple-word keywords, local targeting, and remarketing can be effective. Check out the variables on these key metrics against your data. Make smart decisions, and ask lots of questions. Make sure you leave some room for the imagination. In this case, that means leaving yourself open to experimenting based on your data. Ask plenty of data-based “What If?” questions and try them out. Measure again, and repeat.
Segment Your Ads by Location
There is so much to localized marketing. Try different ad copy, keywords, and offers based on location. There are many ways to segment your ads, but this is one of the big ones.
Remarketing keeps people coming back to visit you. It seems deceptively simple, but it works. People will get an ad bringing them back to your page if they leave it for some reason when you use this tactic.
Adjust Your Copy as Needed
Copy is an exercise in fine-tuning. Sometimes people get too crazy with their copy and run many campaigns or tons of versions of the same ad at once. This seems like a good way to diversify, but in actuality, it makes data harder to track. Ad copy must be thoroughly researched at the outset. Run a version of the ad at a time, making minor data-based changes as you go. This is the way to find out what really works.
Use a Schedule
If you know that your customers are only online at certain hours, use that to your advantage. There’s no point in paying for ad time when you don’t have an audience. This is a great way to save money on any size budget. It also allows you to segment further.
Limit Ads During Low-Performing Hours
Once you’ve run your ad for a bit, you will find out what times of the day people are responding the most. To optimize performance, cut the ad during hours when ROI is low.
Target Using 5-7 Keywords Plus Negative Keywords
Using longer keyword phrases can help. This can help you cut costs because the longer phrases are often less competitive than the high-dollar generic ones. But they save money by catering to a more specific audience, too. Be liberal in your use of negative keywords. Some people like to use a strategy of starting with a huge list of negative keywords and slowly cutting them. Others like to brainstorm possible competitor phrases and misdirect copy and test it out online as they make their keyword list. Either way, using a keyword planning tool is a must.
Focus, Using Only One Format of Each Ad at a Time
It’s all too easy to run ten versions of the same ad at once, or to run the same ad on ten platforms. Just pick one at a time. It’s easier said than done, but it works! Doing this is the effective way to manage data. If you want to segment your audience, track the effectiveness of changes, and write great copy, you need to make sure that you are working with only one format at a time. This is also important because it keeps your energy focused on one thing. Spreading yourself too thin is never a good quality control measure.
Local targeting has become increasingly important for people. Look at other local ads to get a feel for the market before you target. You want to keep the branding of your ad at the forefront, but the message should make sense locally. Do lots of research and position yourself well, keeping your competitors in mind.
Optimize Your Landing Pages
The best ads don’t do much if they land on bizarre or boring pages. Some experts even say that you can do wonders with lower-ranking keywords if you have the right landing page. Invest in some design and writing for your pages, but make sure that you A/B test these also. They have to make sense within the context of the campaign.
Prioritize the Goal of the Campaign
Picking too many goals for your campaigns can lead to ineffectiveness. Pick a couple of goals that are realistic, and focus on the execution.You may need to run second or third campaigns for the same product if you have a lot to do.
Recognize the Goals Versus the Budget
One of the important things for marketing is realizing what your budget will likely accomplish. Make sure that you approach realistic goals for your budget. Even if you are a whiz, every budget has limits. These tips will help you maximize the effectiveness of your marketing dollars, but it won’t help much if you choose a goal that simply cannot be accomplished. A marketing consultant is often a good investment for a PPC campaign. Defining the scope, branding, and goals of the campaign can be difficult at any level. Even if your budget isn’t huge, you’ve got to make those dollars count! If it is larger, you’ve got to be mindful of unnecessary spending that occurs just because it’s in the budget. A knowledgeable consultant is always a good idea.
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